How to get consumers involved

12/15/2008 | Wall Street Journal (free content), The

This article offers an introductory look at how marketers can use Web 2.0 tools such as blogs, social networks and wikis to engage customers. The main hurdle traditional marketers face is the collaborative nature of these media. It can be hard for companies to grasp that Web 2.0 isn't a sales environment as much as it is a way to find out what customers are thinking.

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Wall Street Journal (free content), The

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